Getting the Attention of Event Promoters
August 10, 2018
By now we all know that the business of DJing can be as much about the art of networking as it is about rocking a crowd. The old adage “It’s not what you know, it’s who you know” is especially apropos in this industry. Connecting with your peers in DJ circles is always good. Professionally wooing your way to more clients is, too. However, a big obstacle many DJs face on their way to personal and professional success is getting the attention of event promoters.
With clubs, bars and lounges on every corner, it isn’t hard to see why so many DJs seek to land gigs in the entertainment sector. The most famous DJs known today got their start in small clubs and now get paid huge sums of money to perform all over the world. Those facts make event promoters pretty important to many who wish to earn steady income through club residencies and gigs.
Don’t Be a Stranger
The easiest but most impactful thing you can do to attract the attention of an event promoter is to visit venues. Almost sounds too easy, right? It isn’t always a cake walk. Get your smartphone out and download apps like Yelp, Google Maps and Hound. You can use these to find all the venues near you and in any other areas you might be willing to travel. Yelp is great because it allows users to leave comments about their experiences. Often you can discover details about a spot that can help you determine if a club would be a good fit for your services.
Next, figure out which nights those venues host parties or dance events. The goal here is to visit the venue when promoters are most likely to be around. Once you’ve spotted the promoter, a good first step is simply to catch his eye. Make sure he sees you there. Maybe grab a drink or just be an all-around crowd member. The next time you visit will be the optimum time to make an introduction. Be confident, pleasant and succinct. Let the promoter know you’re a seasoned DJ looking to get involved in the club scene. Also, express that you’d love to connect to speak further about it.
Here’s another tip: expect to play hardball. Promoters get approached by people wanting things almost constantly. You’ll need to have your elevator pitch ready from the moment you say hello. The last part of this is as easy as the first: visit frequently. If the promoter hosts events on Fridays and Saturdays, plan to be there as much as possible on those days. Ensure that the promoter sees you’re attending his events. Support will always go a long way with individuals you hope to work with in the future.
Social Analytics
So you’ve figured out the first step in your plan of action is to find the most eligible venues and make nice with event promoters. It’s time to get into what will make you stand out from the sea of DJs who have the exact same goal. Take note of social analytics. (That’s a fancy way of suggesting to study the clubs you’re interested in DJing and begin researching the promoters who work closely with them.) Not every club caters to just any crowd. If a location prefers a “grown and sexy” clientele, the music may differ from that of one with a younger and more casual crowd. You’ll want to find out if certain nights mean different genres and vibes. You can do this using some of the apps/sites mentioned above, but never underestimate the power of talking to the club owner or managers as well.
Once you find out the name of the event promoter, use Google to find out what types of events he’s known for. Promoters often work with a network of venues and managers and do various events for those specific groups. If you can find out who they’re likely to work with, you can figure out what kinds of DJs they’ll be most likely to seek out. A little research can result in making yourself invaluable and available when promoters need you most.
Personal Promo
The final step in the plan is to gather all the necessary gear and ammo you’ll need to make it easier for event promoters to get to know who you are and to contact you for your services. Invest in a media kit. Media kits are digital or physical files that include information about what you do and what makes you unique. Every kit is different and reflects the person’s personal style. If you’ve never considered using a media kit, take some time to google it and look at examples. Yours doesn’t have to be elaborate, but it should have a vibe that matches your own.
The next thing you need to consider is purchasing business cards. It can be tempting to rely on your smartphone for contacts, but remember that you are a total stranger when you approach a promoter. He might not be willing to add your contact information to his phone or to even give out his own. If you present well, handing someone a business card after having good conversation is a great move. It can go right into a pocket to be looked at later.
Attracting the attention of event promoters can seem like a daunting task. The truth is, it doesn’t always end up as you would expect it to, but using these tips can better your chances at achieving the desired results.